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If so, download this free report now or view the Zmags digital version from Junta42 and MarketingProfs to get answers to these questions and many more. Nine in 10 organizations market with content, with marketers using eight content tactics on average. B2B marketers allocate approximately 26% of their total marketing budgets to content marketing initiatives. While content marketing is mainstream, marketers are unsure of how effective various tactics are. While marketers certainly need education around content marketing, this isn’t the only thing needed for content marketing success.
If you are in B2B marketing, there are many other things you will find out by downloading this report, such as how content marketers measure success, what distinguishes self-described best-in-class marketers and much more.
Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! Thanks Gang…yes, I like the fact that B2B marketers are investing in content marketing. I was also wondering if creating content regularly is part of the content marketing challenge marketers face.
I’m glad I ran into your activities, though too late to join your conference next week. The following practical approach to B2B content marketing strategy provides a framework to plan content development and marketing prioritized against your objectives and audiences. For many B2B leaders, content marketing is a key initiative when marketing a complex product or solution.
The first step in building a B2B content marketing strategy is committing to measurable marketing objectives and prioritizing their importance against your business objectives.  B2B marketing plans often include both qualitative and quantitative objectives. Because content marketing is resource-intensive, you must prioritize your resource allocation to achieve better results. If you have the opposite priority of attracting more leads, then your investment priorities will be reversed. The next step should focus on using a customer-focused articulation of the business you are in. The classic example is Theodore Levitt’s question: “What business are you in?” He illustrates this point with drill bits. The third step in building your content marketing strategy is profiling your target customer segments.
First, model your pipeline by understanding the different stages a customer goes through when deciding to do business with you. The information-seeking has a broad focus, using more generic and high-level search terms and keywords. They are seeking assistance with definition, scope, and internal buy-in to solving a problem. Keywords and search terms will be more specific and will start to reflect solution alternatives or categories. They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the decision alternatives.
Keywords and search terms will be much more specific and will be focused on specific solutions. They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the alternatives. The chart below is the tool we recommend to map decision stages and content opportunities for your content plan.
Part of the answer to achieving better content marketing results is faster content planning and better execution. The beauty of gaining clarity on this pillar is that it informs both your positioning strategy and your overall marketing plan. Think about the problem your potential customer has, and brainstorm how you can provide value through your content; then serve it up to them, thereby owning that space. The companies that are most successful at producing excellent content use a marketing services bureau approach to pulling that information out of the heads of thought leaders. The key to this production model is to make it extremely easy to get the raw material out, whether that’s through an interview, by drafting documents or by creating an outline.
It is then up to the marketing team to take that raw material and use it to create the best first deliverable.
If you are engaged in a content strategy, it is very likely that you are so focused on content development that you’ve missed one of the greatest content strategy opportunities – content repurposing.
For example, when you interview a thought leader, your objective is to create raw material. Once you’ve mined that raw material, you should start with the highest value output and go from there. You may feel that producing content is good enough and that once it’s been published, the content will be found. Create a posting cadence across all of your social channels to alert people to the availability of your content.
Approaching your B2B content strategy by leveraging these four pillars will increase the impact of your thought leadership, and help you achieve your marketing goals.
Does your 2015 content marketing strategy benefit from the use of a variety of B2B content marketing tactics?
Before you answer, let’s examine the tactics used by other content marketers according to Content Marketing Institute and MarketingProfs’s 2015 B2B Content Marketing Budgets, Benchmarks and Trends for North America to see how your efforts measure up against your peers.
An effective content marketing strategy requires a mix of different content marketing tactics. While high production value videos can be expensive, consider using a smartphone or computer to create engaging content.
Add images in the form of illustrations and photographs to text content to keep readers engaged longer. Intuitively this makes sense since it warms up sales leads by providing information prospects seek, especially those doing the initial purchase research. Webinars are epic pieces of content so plan your reuse in advance to maximize your results and investment. While often an individual endeavor, it helps to have a company and related events supporting your efforts to get published. Digital magazines take advantage of the ability to hyperlink and provide additional information. Games and gamification tend to be more consumer-oriented making this tactic less attractive to B2B marketers. Before you rush to add all 24 of these 2015 B2B content marketing tactics to your marketing plans, examine which rank top.
In-person events are the top ranked B2B content marketing tactic for the fifth consecutive year.
Your content marketing strategy benefits from using a mix of 2015 B2B content marketing tactics. When selecting a specific tactic, determine how it will help you to reach your target audience to achieve your business objectives.
To be competitive, plan 1 to 2 content marketing initiatives per month and integrate them into your editorial calendar. Which B2B content marketing tactics are at the top of your 2015 content marketing list and why? Based on Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley. Subscribe to receive notice of each new actionable marketing post delivered free, directly to your inbox. Tags Andy Crestodina, B2B, Chart, Gini Dietrich, Lee Odden, Mike Stelzner, Neil Patel, Pat Flynn, Social Media Examiner. Couldn't make it to Social Media Marketing World 2016?Get all the sessions with the SMMW16 Virtual Pass.

The Actionable Marketing Guide participates in the following affiliate marketing programs to bring you great products and services. The report, which was based on a survey of more than 400 B2B content seekers around the world, also found that valued content is widely shared within buyer organizations. Research and papers from professional associations were the most valued and trusted type of content, cited by 67% of survey respondents.
On the other hand, having too many requirements for download (50%), being blatantly promotional and self-serving (43%), and being non-substantive and uninformed (34%) were the most disliked characteristics in B2B content.
About the research: The report was based on a survey of 400 B2B content seekers around the world.
Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses.
Brian Solis shares why great products, creative marketing, and delightful customer service are no longer enough to win customers. Presented by: Paul ChaneyIn just 10 minutes, we'll share six practical tips that will help you tap into your online community to grow your business and benefit your customers.
In this 22-page guide, you'll learn how to identify the key hires to get your team started, what traits and skills to look for in your key hires, how to manage freelancers, and much more! Through eight simple to follow, well-defined steps, SmartTools: Email Campaign Planner will help you establish an effective email marketing program to gather and convert leads. Presented by: Mark Lerner In just 10 minutes, you'll learn three simple steps to source quality influencer video and use it to impact your bottom line in a meaningful and measurable way.
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To establish themselves in their various markets, B2B marketers employ a range of both traditional and social media channels in the creation, production and publishing of content. While content marketing has taken off in the States, it is woefully absent here in Singapore. If you don’t believe me, just look at the websites, and social media properties (Facebook fan page, Twitter stream, Youtube channel) of these companies. 1) Be very targeted on who your niche customers are and concentrate on creating content that is relevant to them.
2) Supply information that helps your customers perform better at what they do rather than what you would like them to buy.
3) Keep your ear to the ground to understand what the underlying trends are in your industry. In an age where everybody is sharing and exchanging bits of information over the web, it is crucial for companies to establish themselves as thought leaders and knowledge brokers in the areas that matter.
I think I might be a little guilty with not utilizing b2b marketing as much as I should but I think I have employed a marketing strategy that works just fine if not better. Finding your target market is all down to research, the best way to find followers is to follow the main authorities in your niche, every time you log in to view your stats take the time to see who is talking and what the buzz is about. Nice postDo you know that there is a small association of content marketing agencies in Signapore. It’s quite a really commendable post, especially the title which is highly attractive and matches really well with the category of this post. This is the fifth year that MarketingProfs and Content Marketing Institute have put together Small Business Content Marketing Benchmarks report on how B2B marketers use content in their marketing mix.
With changes in the industry, the report has evolved to capture the key trends and maintain relevancy. The following slideshare of the latest report contains an executive summary followed by key findings. How many content marketing initiatives do you plan to begin working on within the next 12 months? The average is 8. If we had to pick one key theme that has emerged from this year’s B2B research, it would be this: If you want to be more effective at content marketing, document your strategy. 70% of B2B marketers are creating more content than they did one year ago, even those who say they are least effective (58%) and those without any type of strategy (56%). Infographics was the tactic that had the greatest increase in usage (from 51% last year to 62% this year). 94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often (they also say it’s the most effective social media platform). More than 3x B2B marketers say they are challenged with finding trained content marketing professionals this year (32%) than last year (10%).
Rick Noel is an experienced digital marketer enabling businesses and organizations to grow through the Internet, while maximizing marketing ROI (Return On Investment). Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The most popular tactics are social media (excluding blogs) (79%), articles (78%), in-person events (62%) and eNewsletters (61%). 51% of B2B marketers plan to increase their spend in content marketing over the next 12 months.
For many tactics, there is a large “confidence gap” in which marketers use tactics but are unsure of how effective they are. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Very interesting finding that marketers have the most confidence in good, tried and true in-person events. You’re spot on with content marketing, always a pleasure to read your stuff, great value! But what surprised me is that companies continue to rate blogging activities way down the list – after event marketing, newsletters and case studies. Planning against these measurable strategic objectives allow you to report on marketing results instead of just tactical activities. This will help to identify which content categories, topics, and approaches are most relevant to your customer. Drill bit manufacturers care about everything involved in the production of their drill bits, but drill bit customers don’t really want drill bits. Sales profiles, personas, and best customer models are tools you should use to profile your customer segments in order to improve the relevance and effectiveness of your content marketing. Make sure to focus on your customer’s needs and pains, rather than simply providing expert knowledge. Brainrider recommends using these 4 strategic elements as a practical framework to plan content development and marketing prioritized against client objectives and audiences. Content repurposing is where you take the raw material discussed earlier and present it in a different way.
For example, you might be producing the content for a blog post related to a product launch. In other words, tweet about it, and post it on Facebook, Google+ and LinkedIn more than once. Not only can the deliverable be published, but that thought leadership content could be an enticement to get your thought leader interviewed for a podcast, a webinar or even for a speaking opportunity. Follow his insights on marketing technology at the Crimson Marketing Technology Blog and read his upcoming book, Moneyball for Marketing: How Brilliant Marketers Use Big Data and Marketing Technology To Win. As well as understanding the problems your prospects have, it is important to understand where they are going to go when trying to solve those problems too. To ensure your 2015 content marketing is on track to succeed, here’s the 24 top 2015 content marketing tactics with recommended actionable content marketing tactics. To increase your content marketing effectiveness, adapt and optimize it for each social media site.
Use short paragraphs and bolding as well as  keyword focused information and strong navigation. Orbit Media’s Andy Crestodina made this recommendation at MarketingProfs 2014 Marketing B2B Forum.

Showing how other companies use your offering helps prospects make the business case for selecting your firm.
For example, Spin Sucks’s Gini Dietrich answers 1 question a week on Facebook using a short video created on her laptop. For example, Kelly Services converted 1 white paper into 3 SlideShares yielding 250 sales qualified leads. Neil Patel reinforces this point by reporting that his infographic has resulted in lower results over time.
Since email address capture is a prime benefit of this tactic, leverage this opportunity by having your emails ready to send after your webinar is over. Make use of the tool related to getting prospects further into your content as a sales lead.
Business professionals, like Content Marketing Institute‘s Chief Content Officer, have created targeted print magazines.
Even top B2B marketers get behind the scenes support to maximize the reach and productivity of their print books.
In addition to third party and social media promotion, spotlight your podcast on your website, blog and emailings.
I'm back from San Diego where I presented a workshop session on Blogging at Social Media Marketing World 2016. Some 28% of respondents share content with more than 100 colleagues and 59% forward content to more than 25 people. The survey tapped into NetLine Corporation’s global content syndication network to capture a snapshot of how B2B content consumers source, rank, rate and share content online.
The simple reason for this is that people expect that professional contents have more informed knowledge of the information it presents more than any other source. They include the writing of articles, organising of conferences, publishing of wikis, and authoring of white papers. There is a time and place for such practices to move old stock from your inventory or generate cashflow. Stretch your brand across neighbouring categories (eg diaper manufacturers can provide content useful for infant health) and look at your customer’s contexts of use. If you’re supplying say kitchen ware to restaurants, consider how you can provide the chefs and cooks with useful productivity tips or ways to optimise the use of your equipment to improve the taste of their dishes.
If you do know of a certain development that could impact your customers, be ready to provide that information through your platforms. It takes a short while before you start to see where you need to position yourself but it will become clearer as you enter the conversation. You have defined B2B marketers employ a range of both traditional and social media channels in the creation, production and publishing of content.
So why you not using Online Marketing Systems that help your business best and give you freedom of your marketing.
Those who document their content marketing strategy versus simply verbalizing it have shown to be much more effective content marketers. As the responses demonstrate, it pays to take the time to write down and document your content marketing strategy: 60% of those who have a documented strategy rate themselves highly in terms of content marketing effectiveness, compared with 32% of those who have a verbal strategy. Rick is the CEO and Co-Founder of eBiz ROI, Inc., a full-service digital marketing agency located in Ballston Lake, NY.
B2B marketers are increasingly using content marketing tactics to engage B2B buyers with compelling content to educate, inform, entertain and guide them along their buying journey.
For instance, of the 79% of B2B marketers who use social media, only 31% of users think they use this tactic effectively. This is a shocking and exciting statistic to me, 51% of B2B marketers plan to increase their spend in content marketing over the next 12 months.
Do you see that trend changing any time soon, where blogging will become one of the top 3 content marketing strategy?
Otherwise, your campaign will be trying to accomplish too many things at once without focusing on your objectives. The key in building the right segments is to identify customer needs and pains, filter them through the business you are in, group their needs and pains by roles or audiences, and then use that data to profile your top customer segments. Click here to download a working copy of the B2B Content Marketing Strategy Template or contact us for more information about how we help clients get better content marketing. This is different from defining your positioning strategy, and it is also different from determining your value proposition. Not only do they need an easy way to get the information out of their heads, but they need someone who can take that information and put it into a compelling and coherent message. It could be a blog post, a presentation or an article, but it’s usually only one of those things, rather than all of them. Post at different times of the day, and spread your effort out over days, weeks and months.
Rather, think of promoting a stream of content that comes from that thought leader and your company. For example, MarketingProfs 2014 Marketing B2B Forum used a mobile app to provide information and get attendees engaged during their recent conference.
Post them on YouTube to support search because it’s the second largest search engine and has massive reach. Other trusted types of content included papers from industry organizations (50%), customer case studies (48%), analyst reports (44%) and independent product reviews (40%).
According to this report by The Content Strategist (heads up to Steve Rubel for the link), 90% of B2B marketers use content marketing. Even better if you can link what’s happening out there with what your company provides. In such an environment, it may be better to err on the side of generosity and provide as much content as you can afford to. Sooner or later, your customers will appreciate that extra help and reward you with business opportunities beyond your wildest dreams.
While these areas of expertise are important to managing and operating a business, not all of them are relevant to what your customer wants to know. Understanding the business you are in through the lens of your customer ensures that you are marketing holes, not just bits.
It is important to profile these segments by developing a long list of customer needs and pains using your customer’s own “How do I” questions.
This means that people who curate your content today will pay attention to content you produce in the future.
You acquire an email address in return to continue to build the relationship with additional content.
What do you think would be the best way for a B2B company like ours to improve presence and engagement? This helps to establish your firm as a forward looking business while providing useful information to your customers or followers. Using the example of the raw material that turned into a blog post and was then repurposed, here are some ways to think about promoting that content. You have so many great suggestions here but it’s difficult to pick one or two to add to our existing strategy! 61 percent of marketers use marketing automation platforms, up from 43 percent last year. For more details and charts, please download the full report above. You want to be known as a company that is highly knowledgeable about both the problem and its related solutions. Once that water has passed, no one is going to see it again, so when your readers revisit the waterfall, you want to present them with material they may have missed before. The point here is that you should put just as much energy into repurposing as you put into creating the original content.

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